Published on February 18, 2014
An Introduction to SEO & Inbound Marketing for Spas & Salons A publicatio n of &
Here’s what we’re going to cover. WEBSITE • Recommend Platform • Content Layouts • Google Trust Factors • Responsive Design CONTENT • Blogging • Popular Content Platforms • Repurposing Content SOCIAL MEDIA • Facts • Timing CITATIONS • Importance • Resources REVIEWS • Top Review Sites
WEBSITE YOUR SEO FOUNDATION Let’s walk through what makes a website great and how you can incorporate a few basic techniques to improve your ability to rank.
WEBSITE: RECOMMENDED PLATFORM: WORDPRESS Why? •It’s the most commonly used Content Management System (CMS) in the world •25% of the world’s websites are built on WordPress •All popular social media platforms integrate with WordPress •CMS means you can make changes without paying high costs for developers
WEBSITE: CONTENT LAYOUTS 1. 2. 3. 4. Focus on User Experience not Search Engines Each Product/Service Should have its own page Create more robust pages than your competitors Include relevant text, pictures, videos, and reviews whenever possible
WEBSITE: GOOGLE TRUST FACTORS 1. Easy to find contact info 2. Connect map listing(s) to Google Places 3. Footer: Name/Address /Phone (NAP) links to and is identical to Google Places page Link the embedded Google Map on your contact page to the indexed listing in Google Maps. Claim your business listing: https://www.google.com/business/placesforbusiness/
WEBSITE: GOOGLE TRUST FACTORS Footer: Name/Address/Phone (NAP) links to and is identical to Google Places page The footer appears on every page of your website. A common SEO practice is to put the contact info (NAP) of your business here. This info should be an exact match of the NAP on your Google Business page.
WEBSITE: RESPONSIVE DESIGN • What is responsive design? • Why is it important?
WEBSITE: RESPONSIVE DESIGN •Mobile sales for Health and Beauty retailers grew an unprecedented 84 percent yearover-year from 2012-2013.
WEBSITE: RESPONSIVE DESIGN Why You Need a Mobile-friendly Website: •More people are likely to browse for products on their smartphones than their tablets •While more people browse on smartphones, they are more likely to checkout on tablets •More online traffic comes from smartphones Source: IBM than tablets (25% Vs. 14%)
CONTENT MARKETING The essential elements that’ll make you an authoritative voice in your industry.
CONTENT: BLOGGING 1 Blogging consistently helps you to brand yourself as an authority in your industry and helps drive traffic to your website. 2 In terms of SEO, blogging frequently attracts a lot of long-tail traffic. Benefits highlighted below: High Keyword Popularity & Cost Low Low Conversion Rate High
CONTENT: OTHER POPULAR CONTENT 1 Email Marketing 5 Video 2 White Papers 6 Images 3 E-Newsletters 7 Testimonials 4 Infographics 8 How-to Guides
CONTENT: REPURPOSING CONTENT What is Repurposing Content? •Using one central idea and spreading it across various outlets
CONTENT: CALL TO ACTION Your CTAs are what help guide your visitors along your sales funnel. Common CTAs: •Call now •Order •Sign-up •Email us •Book •Join 3 Good Spa CTAs
CONTENT: CALL TO ACTION
CONTENT: CALL TO ACTION
SOCIAL MEDIA Today we will look at engagement specifically how it applies to Facebook.
SOCIAL MEDIA: FACEBOOK STATS 1 77% of consumers said they interact with brands primarily through reading posts and updates from the brands. 2 17% say they actually interact with the brands- sharing experiences, commenting, etc. 3 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook. 4 58% of people “like” brands on Facebook because they are a customer and 57% do so because they want to receive discounts and promotions.
SOCIAL MEDIA “Most brands have the “Most brands have the most engagement at most engagement at 7am, 5pm, and 11pm.” 7am, 5pm, and 11pm.” Do you know the best times to post on Facebook for the most engagement?
SOCIAL MEDIA How to Check Best FB Engagement Times 1. Login to Facebook, navigate to business page 2. Click “See Insights” in Admin Panel 3. Click “Posts” Facebook will show overview of when your fans are online. Just before peak times are best times to post!
SOCIAL MEDIA To see which Post Types get the most engagement: 1.Stay on Posts section (instructions previous slide) 2.Scroll down to the next set of data 3.Sort by clicking “Reach”
CITATIONS In simple terms, citations are mentions of a company around the web.
CITATIONS: CITATION RESOURCES USE THE FOLLOWING FREE RESOURCES TO BUILD AND CLAIM YOUR BUSINESS LISTINGS: •https://getlisted.org/ - This free resource will provide you with a list of popular citation resources that your website should be on and provide you links to each. 1. For further info, check out these links from GetListed.org: -Best Citation Sources by U.S. City -Best U.S. Citation Sources by Category You can also pay for citations through sites like: -Acxiom -InfoGroup -Factual
REVIEWS • Top Review Sites: •Google Reviews •Yelp! •Yahoo Local Listings •Insider Pages •Citysearch •BBB •Facebook •YOUR WEBSITE! Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. (Rubicon Consulting) • When making purchase decisions, North American Internet users trust recommendations from people they know and opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media. (Nielsen)
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… AND THATS IT! Implement the aforementioned strategies to help your website drive more traffic and generate more leads. Then, sit back, relax, and watch the traffic and leads pour in!
This presentation has been made possible through the efforts of these fine companies: http://thedigitalelevator.com/ http://whiteblitz.com/
Here’s what you’ve learned! WEBSITE • Recommend Platform • Content Layouts • Google Trust Factors • Responsive Design CONTENT • Blogging • Popular Content Platforms • Repurposing Content SOCIAL MEDIA • Facts • Timing CITATIONS • Importance • Resources REVIEWS • Top Review Sites
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